What Benefiber does

Benefiber is a U.S. consumer health brand owned by Haleon that manufactures and sells plant-based prebiotic dietary fiber supplements. Its product portfolio spans two tiers: a core prebiotic fiber line (Original powder, stick packs, caplets, gummies, and chewables) formulated primarily from wheat dextrin, inulin derived from chicory root, and soluble corn fiber; and a Prebiotic Fiber+ enhanced line combining prebiotic fiber with probiotics, supergreens (B-vitamins and ginseng), superfruits (lutein, zeaxanthin, vitamin C, biotin), and L-Theanine for stress relief. Each serving of the core powder delivers 6g of dietary fiber (~21% of daily value), and products are marketed as clear, taste-free, gluten-free, and free of artificial sweeteners. The clear/taste-free formulation that dissolves completely in liquids is the central technical and brand differentiator.

The brand generates revenue through consumer packaged goods sales of fiber supplements via mass and pharmacy retail (Walmart, CVS, Rite-Aid, Target), direct e-commerce through Benefiber.com, and a wholesale channel requiring a $1M minimum annual purchase. Consumer pricing is unit-based with $1–$5 coupons distributed through the Haleon Huddle loyalty platform, which offers over $70 in aggregate savings across Haleon's brand portfolio. The customer base is broad and fragmented across multiple personas: health-conscious consumers seeking daily fiber intake, healthcare professionals reached through the Haleon Health Partner platform, beauty and wellness consumers, and weight-management consumers including those using GLP-1 medications.

Benefiber is operated as a brand within Haleon's diversified consumer healthcare portfolio alongside other established brands (Advil, Centrum, Sensodyne), with the U.S. website operated by Haleon US Holdings LLC. The brand is not independently listed or funded and does not maintain standalone financial disclosures; strategic positioning and resource allocation flow from the parent. All activity is currently restricted to the U.S. market.

Name

Benefiber

Legal name

Haleon US Holdings LLC

Website

https://benefiber.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Benefiber is a U.S. consumer health brand, owned by Haleon, that manufactures plant-based prebiotic dietary fiber supplements in powder, caplet, gummy, chewable, and stick-pack formats and sells them through mass retailers, pharmacy chains, and direct e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Warren

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Benefiber generates revenue through the sale of fiber supplement products including powder, caplets, gummies, chewables, and stick packs. Products are sold through major retail chains and e-commerce platforms. Revenue is driven by repeat purchases from consumers seeking digestive health support and daily fiber supplementation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Benefiber manufactures and sells a line of plant-based prebiotic dietary fiber supplements designed to nourish beneficial gut bacteria and support digestive health. The product portfolio spans clear taste-free powder, caplets, gummies, chewables, and stick packs, plus an enhanced "Prebiotic Fiber +" tier that combines prebiotic fiber with probiotics, supergreens, superfruits, and stress-relief compounds. Products are sold primarily through major U.S. retailers and direct-to-consumer channels.

Product overview

Benefiber is a line of plant-based prebiotic dietary fiber supplements manufactured by Haleon (formerly part of Pfizer/GlaxoSmithKline). The portfolio includes two tiers: Prebiotic Fiber (core products including Original powder, Stick Packs, Caplets, Gummies, and Chewables) and Prebiotic Fiber+ (enhanced formulations combining prebiotic fiber with additional functional ingredients such as probiotics, supergreens, superfruits, and stress relief compounds). All products are designed to support digestive health by nourishing good gut bacteria and are marketed as clear, taste-free, and gluten-free alternatives that dissolve completely in beverages or food.

Differentiator

Problem solved

Functional benefit

Products and services

• Benefiber Original Clear, taste-free prebiotic fiber powder supplement made from wheat dextrin that dissolves completely in liquids and supports gut health by nourishing good bacteria in the gut. Available in 76, 124, 250, and 410 teaspoon bottles.
• Benefiber Prebiotic Fiber Stick Packs (Strawberry Lemonade Flavored) Pre-measured single-serve stick packs with strawberry lemonade flavor that dissolve in water and nourish good bacteria in the digestive system. Available in 24 and 36 count packages.
• Benefiber Prebiotic Fiber Caplets Caplet form of prebiotic fiber that is easy to take on the go and nourishes good bacteria in the gut. Available in 84 count.
• Benefiber Prebiotic Fiber Gummies Gummy supplement containing inulin (prebiotic soluble fiber derived from chicory root) with natural fruit flavors. Provides 6g of fiber per serving with no artificial sweeteners or flavors. Available in 81 count.
• Benefiber Chewables Chewable tablet form of plant-based prebiotic fiber that is easy-to-take, convenient, gluten-free, and great-tasting. Available in 100 count.
• Benefiber Prebiotic Fiber + Supergreens Enhanced formula providing triple energy support: prebiotic fiber for metabolic energy, B-vitamins for cellular energy, and ginseng for mental energy. Contains 6g of plant-based prebiotic fiber and zero sugar per serving. Available in a 25-day supply.
• Benefiber Prebiotic Fiber + Superfruits Enhanced formula providing triple skin support with lutein and zeaxanthin for skin hydration and elasticity, Vitamin C for collagen production, and biotin for healthy hair, skin and nails. Contains 6g of plant-based prebiotic fiber and zero sugar. Available in 25-day supply.
• Benefiber Dual Action Biotics + Stress Relief Stick Packs Dual-action biotic supplement combining prebiotic fiber and probiotics to nourish and strengthen good bacteria in the gut, with L-Theanine to help calm and destress. Dissolves in food and beverages. Available in 18 count.
• Benefiber Prebiotic Fiber + Probiotics Gummies First Benefiber product combining both prebiotic fiber and probiotics in a single gummy to strengthen and nourish good gut bacteria. Gluten-free. Available in 50 count.

Quantifiable outcome

• 6g of dietary fiber per serving (21% of daily value)
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Haleon Health Partner PlatformcoreGTM or Marketing Partner · 18 June 2025Haleon Health Partner is a dedicated platform for healthcare professionals to access professional education, practical tools, latest updates on new services, and information about Benefiber and other Haleon brands. Healthcare professionals can register on the platform for verification and access.
• Smile TrainminorOthersHaleon partners with Smile Train as part of its health inclusivity goal to empower millions of people annually. Smile Train is one of the charities regularly partnered with by Haleon for social impact initiatives.
• Direct ReliefminorOthersHaleon partners with Direct Relief as part of its commitment to health inclusivity. Direct Relief is a humanitarian medical aid organization regularly partnered with by Haleon for health impact initiatives.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Culturelle: Leading probiotic supplement brand (Lactobacillus rhamnosus GG) that competes directly with Benefiber's dual-action prebiotic + probiotic offerings. Overlapping gut health positioning and retail distribution.
• Citrucel: GlaxoSmithKline/Haleon-adjacent methylcellulose-based fiber supplement brand. Direct competitor in the OTC fiber supplement space, traditionally positioned for gentle, low-gas formulations.
• Garden of Life: Organic and certified-whole-food supplement brand offering prebiotic fiber and digestive health SKUs. Direct competitor in the premium/natural channel with overlapping prebiotic positioning.
• Align: Procter & Gamble's flagship probiotic supplement brand (Bifidobacterium 35624). Competes with Benefiber in the digestive health category at the same mass retail channels.
• NOW Foods: Large natural supplement manufacturer offering prebiotic fibers (inulin, acacia), probiotics, and digestive enzyme blends. Competes in the same ingredient categories and overlapping retail channels (natural food stores, online).
• Metamucil: Procter & Gamble's leading psyllium-based fiber supplement brand. Direct competitor to Benefiber in the US fiber supplement category, with similar multi-format portfolio (powder, capsules, gummies) and overlapping retail distribution.
• Phillips' Colon Health: Bayer's probiotic supplement brand. Direct competitor in the digestive health supplement category with similar mass-market retail positioning and consumer messaging around gut balance.

Emerging players

• Orgain: Plant-based nutrition brand with prebiotic fiber and gut health product lines. Overlaps with Benefiber in the clean-label, plant-based consumer segment and increasingly in retail distribution.
• Olly: Unilever-owned gummy nutrition brand with probiotic and digestive health products. Competes with Benefiber's gummy formats and shares similar millennial/female-skewing consumer demographics.
• Heather's Tummy Fiber: Organic acacia fiber supplement brand positioned for IBS and digestive sensitivity. Niche competitor with strong loyalty in the FODMAP-friendly segment but smaller scale than Benefiber.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Benefiber
• Instagraminstagram.com/benefiber
• LinkedInlinkedin.com/company/benefiber

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Benefiber